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March 2008 Issue

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The ‘E’ Connection
This month’s column is an interview with e-mail marketing consultant and expert Jeanne Jennings. Jennings is an 18-year veteran of interactive marketing and product development, and she is a staunch direct marketer. Her area of expertise is permission-based e-mail marketing,...
Famous Last Words: What You Own
From Lawrence Van Gelder’s article in The New York Times, Dec. 28, 2007: Egypt plans to copyright the Pyramids, the Sphinx and various museum pieces and use the royalties from copies to pay for the upkeep of its historic monuments...
Are You Equipped?
Most successful data-driven companies outsource the construction of their marketing databases. Why? Because it is cheaper and faster, and the product is better. To use a ridiculous example: It would be possible to go to auto parts suppliers and assemble...
Market Focus: Public Librarians
Are you looking for a well-educated, up-to-date, tech-smart market for your product or service? Look no further than public librarians. Librarians? Aren’t they women of a certain age with their hair in buns, wire-framed glasses perched on their noses and...
Editor’s Notes: Booper Soul
First off, I’ve got to give a shout-out to blog poster Vasco DaGameboy for my headline this month. His (or her?) use of this term to refer to the Super Bowl in a Feb. 2, 2006, posting to Techdirt struck...
Nuts & Bolts: B-to-B Marketing
Forrester Research analyst Laura Ramos forecasts an optimistic 2008 budget picture for B-to-B marketers. While she predicts most marketers “expect purse strings to loosen up,” she also says integrating search, Web site and e-mail marketing programs will provide a foundation...
Nuts & bolts: Tech talk
Versatile VDP Printable Technologies, a provider of integrated marketing, Web-to-print and personalized direct marketing solutions, recently launched the FusionPro VDP Suite, Version 5.0. The software offers users a print-vendor agnostic document composition tool with a wide range of customization options....
Nuts & Bolts: Book Club
In the current telecom market, cable TV companies are offering phone service and broadband, phone companies are offering television, movies and broadband, and electric utilities might jump on the bandwagon, too. Working to stabilize the free-for-all marketing activity behind telecom...
Nuts & Bolts: Five-Minute Interview
Widgets and brands with fan affinity are a match made in marketing heaven. These bits of code can be embedded on Web pages or computer desktops, allowing a company to feed brand news, entertainment and offers to its fans. And...
Direct Selling: Making a Match
No industry standard exists for matchback processing. That much is true. But in this article, you’ll learn methods that, when used appropriately, just might help you with the all-important task of better identifying the sources of unknown orders. First, let’s...
E-Commerce Link : Acquisition 2.0
Selling on the Web is quickly becoming less about marketers’ supply meeting up with customers’ demand, and more about customers actively bringing demand toward supply. The question is: Who is driving the bus?...
Nuts & Bolts: Eye on Privacy
Have you noticed that consumer notices are suddenly sexy? It may well be a reasonably inescapable conclusion given the amount of guidance marketers received at the end of 2007 and will continue to receive in 2008. The fact is the...
Nuts & Bolts: Global Update
China Post boasts a long history, with more than 3,000 years of national post, more than 500 years of private post and more than 100 years of contemporary national post. But still today, the concept of “post office” for this...
Doing More With Less
Selling can be a delicate process requiring the finesse of a diamond cutter. I was approached recently by someone who wanted to sell me a service I have no need for now, but might at some time in the future....
In the Same Boat
More than a year has slipped away since postal reform legislation was enacted. During that time, a rate case developed under pre-reform rules was enacted and decimated flats mail; overall mail volume was down for the U.S. Postal Service’s first...
Media Usage Forecast 2008
With the specter of a recession looming, results from Target Marketing’s second annual Media Usage Forecast reflect the caution that marks the start of 2008. The majority of direct marketers plan to hold the line on or even increase their...